Paul recommends the right drop in Cellarbrations’ new campaign via Channel T
Cellarbrations has launched a new brand campaign via Channel T.
With over 600 bottle shops nationally, Cellarbrations is one of the largest independent retail liquor brands in the country, part of Australian Liquor Marketers (ALM).
The campaign features Paul the Cellarbrations owner and a couple Tom and Cass, who’ve recently moved into the area. Each episode in the series brings to life the evolving relationship Paul has with his customers, as he recommends just the right drop that each occasion calls for.
The brand campaign follows the development of a new brand positioning and strategy created by Channel T and ALM, and launches the new creative platform ‘That calls for Cellarbrations’.
The campaign, running on TV, digital and social channels, features a beautifully crafted acoustic version of Kool & the Gang’s ‘Celebration’, covered by legendary Australian musician, Pete Murray.
Says Pete Cerny, executive creative director at Channel T: “The story of Tom and Cass is one many Australians will identify with – first home, new neighbourhood, new people. But the charm of the campaign comes through its appreciation of the little moments and interactions in life, and those we share them with. In Tom and Cass’ case it’s shared through their growing friendship with their local Cellabrations owner, Paul. And friendships are always best paired with the right drink for the occasion (onya Paulie!)”
Says Josh Gaudry, GM marketing, Australian Liquor Marketers: “We are super excited to bring this campaign to life for Cellarbrations. It is aligned with our overarching strategy of building the brand through a balance of short term tactical marketing together with long term brand building. I’m looking forward to seeing how this relationship unfolds over time.”
Creative Agency: Channel T
Executive Creative Director: Pete Cerny
Creative Director: Tim Bishop
Creative Director: David Joubert
Writer: Paul Suters
Managing Director: Lisa Ramsey
Group Account Director: Andrew Grey
Producer: Sue Hind
Client: Australian Liquor Marketers
GM Marketing: Josh Gaudry
Senior Marketing Manager: Jacqueline Ling
Media Agency: Starcom
Business Director: Michael Black
Account Director: Sam Smedley
Account Manager: Sisse Marcussen
Group Investment Director: Rebecca Ho
Production Company: Finch
EP: Loren Bradley
Director: Derin Seale
Producer: Cath Anderson
DOP: Ross Giardina
Editor: Drew Thompson, Arc Edit
Sound Designer: Saul Gillingham
Sound Studio: Song Zu
Music: ‘Celebration’ Written by Kool & The Gang and Performed by Pete Murray Licensed Via: Sony/ATV Music Publishing Australia
Music Supervision: Alyce Guy, Shoop Sync
Casting: Stevie Ray – MacGregor Casting
14 Comments
Who are the two actors with Jess Tovey in the ad. I think Paul played a policeman in an earlier police show
Not sure about being cast as a cop but Paulie’d make a great serial killer.
Paul is Nicholas (Nic) Cassim.
Sergeant Philip McCarthy in Home & Away
Google always provides answers, thanks Zathras.
Who is the girl in the ad
Would like a date with Paul
Isn’t Paul “Bruce” from Mr Inbetween?
Yes. What an actor he is!
Is it just me or do Cass and Paul have a flirty connection and future episodes will include a surprising bedroom scene with Paulie laying between Cass & Tom sipping a glass of the latest recommended wine?
Paul is creepy, can’t keep his eyes on her face, yuh!!
Great add – good choice of actors
A believable performance
Why is Jessica Tovey wearing ski goggles on her head at the end while relaxing at home?
Top ad, dunno why I like it so much and there’s def chemistry “in between” the chick and Pauline you sly dog
What is the wine Paulie gives them. I’d like to try it.